Insights
Notes from inside live Shopify accounts.
What we find in retention audits, what we test, and what actually moved revenue — written by the people who build the flows, not a content team.
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34 articles on retention, email and SMS.
Every piece is written from work on live accounts. No guest posts, no syndication.
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01Read
VIP Customer Flow: Early Access Beats a Bigger Discount
Deep discounts for your most loyal customers pay to cut margin on people who were going to buy anyway. How to define the tier, make recognition feel earned, and reward it with access instead.
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02Read
Win-Back Email Flow: Churn Is a Pattern Break, Not a Date
A single 90-day rule mistimes almost everybody. How to define lapsed against each customer's own cycle, what to send that is not a discount, and why the sunset protects every other flow.
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03Read
Replenishment Email Flow: Stop Guessing at Thirty Days
Your reorder cycle is a fact sitting in your order data, it differs per product, and calculating it is the whole job. How to work it out and time the flow before the customer…
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04Read
Post-Purchase Email Flow: Where the Second Order Is Won
The week after a first order is the most attentive your customer will ever be. What a post-purchase flow should send in that window, when to ask for the review, and when to stop.
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05Read
Cart Abandonment Flow: Answer the Right Objection
There are three reasons a cart gets abandoned: price, trust and timing. Most flows only answer price, usually with a discount. How to tell which one you have and build the sequence for it.
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06Read
Browse Abandonment: The Flow Most Brands Get Backwards
Browse abandonment has the biggest audience and the weakest signal of any flow. The trigger rules, the timing, and the suppressions that stop it costing you subscribers.
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07Read
The Welcome Email Flow: What to Send in the First 14 Days
A welcome flow is not one email with a discount code. Five emails over fourteen days, each with one job, and the rules that decide when the offer belongs.
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08Read
BFCM Email Marketing: The Complete Guide to Higher Revenue Without the Spam Folder
Most brands lose more BFCM revenue to a spam folder than to a bad discount. Inboxes are more crowded during Black Friday and Cyber Monday than at any other point in the year, and…
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09Read
Shopify Customer Retention: How to Turn First-Time Buyers Into Repeat Customers
Most Shopify stores spend heavily acquiring customers they already have to win back again. As acquisition costs rise, relying on new traffic becomes harder—and brands often overlook the one lever that compounds: getting existing…
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10Read
Omnisend vs Klaviyo: Which Platform Wins for Ecommerce Brands in 2026?
Picking between Omnisend and Klaviyo is one of the biggest decisions an ecommerce brand makes. Get it right, and email/SMS becomes your highest-ROI channel. Get it wrong, and you’re stuck paying for features you’ll…
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11Read
BFCM Retention Audit: 15 Things Shopify Brands Should Fix Before Black Friday
Every Shopify brand plans for Black Friday traffic. Almost none of them plan for what happens to that traffic after the order confirmation email goes out. Shopify merchants generated $14.6 billion in sales over…
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12Read
Post-BFCM Customer Retention: A Day-by-Day Playbook for the 45 Days After Black Friday
Post-BFCM customer retention is the work of turning the shoppers who bought over Black Friday weekend into second-time buyers, and it is won or lost in the 45 days after the sale. This playbook…
Start here
The guides, not the blog posts.
Three pages that answer most of what brands ask before the first call.
- 01
Retention marketing guide
What retention marketing covers, the five service lines, and where each flow sits in the lifecycle.
- 02
The ten automated flows
Every flow explained: its trigger, its job, and the mistake that stops it working.
- 03
Retention ROI calculator
Enter order volume, AOV and repeat rate to size what a realistic lift is worth over twelve months.